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Andy Powers, Sr. Solution Engineer, SAP Hybris
June 7, 2017
SAP Hybris Marketing Demonstration
2© 2017 SAP SE OR AN SAP AFFILIATE COMPANY. ALL RIGHTS RESERVED.
Introductions
Overview of SAP Hybris Marketing
Demonstration of SAP Hybris Marketing - AGCO Use Case• Segmentation
• VIP Customer Journey
• Non-VIP Customer Journey
• “Conquest” – from anonymous to known user
Lunch
Continuation of Hybris Marketing topics• Sentiment Analysis
• Integration: ECC-to-Marketing
• Integration: Marketing-to-Commerce (touches, shopping cart, recommendations, etc.)
Integrating beyond SAP Solutions• Salesforce.com
Customer Successes
Closing Comments
Agenda
3© 2017 SAP SE OR AN SAP AFFILIATE COMPANY. ALL RIGHTS RESERVED.
Customer Journey – VIP
Agritechnica VIP Campaign
Email Invitation to target group
CRM Lead generated
Send to Dealer workplace
William receives email invite
Registers for Agritechnica
Receive confirmation
QR Code
Attend Event
Scanned QR Code
“Thank You” email/SMS
Welcome email
14 days in advance
Include AGCO Financing
4© 2017 SAP SE or an SAP affiliate company. All rights reserved.
5© 2017 SAP SE OR AN SAP AFFILIATE COMPANY. ALL RIGHTS RESERVED.
Customer Journey – Non-VIP
3rd Party Ads
Facebook, Web banners
CRM Lead generated
Call Center pre-qualifies, sends
to Dealer workplace _OR_
subscribes to Fendt newsletter
Paul clicks on banner ad
Registers for Agritechnica
Receive confirmation
QR Code
Attend Event
Scanned QR Code
“Thank You” email
6 hours after scan
Include AGCO FinancingWelcome email
14 days in advance
6© 2017 SAP SE OR AN SAP AFFILIATE COMPANY. ALL RIGHTS RESERVED.
“Conquest” – from anonymous to known user
*** ANONYMOUS ***
Category: 900 Vario, 1000 Vario
*** ANONYMOUS ***
Interests: SectionControl,
VarioGuide, VarioGrip
AWARENESS
Need for equipment
TV Web
IDENTIFY
NEED
*** IDENTITY MATCHED ***
Merge & match contact info
ACTIONRegisters for Agritechnica
Website
Register
Web Banner Ad
Response: Register for Agritechnica
ACTION
Browses a 3rd party site
Website
*** ANONYMOUS ***
Product: Vario 1046
DISCOVERYEducation
Reviews
Word of
mouthLEARN
MORE
Website
Trigger: Registers for Event
“Thank You for Registering”
“Welcome”E-mail
Trigger: QR Code Scanned
“Thank you for Attending”
CRM Lead GeneratedACTION
Attends Event
QR code
CRM Lead to Dealer
INTEREST
© 2017 SAP SE or an SAP affiliate company. All rights reserved. 7Customer
Campaign Execution with FacebookValue Proposition
Predictive Analytics
Scoring
Golden Segment
and Custom
Audience
Personalized
Offer /
Engagement
Campaign
Analytics
SAP Hybris Marketing Cloud
Facebook Ads
Campaign Planning
Budgeting
Enable customers to leverage data and features from SAP Hybris Marketing Cloud to address the right people with ads on
Facebook (Success Story of San Jose Sharks): :
Plan campaigns and monitor success in SAP Hybris Marketing Cloud, execute the campaign on Facebook (either by your
agency or by yourself)
Address existing customers on Facebook for cross- or upselling by adverts for a custom audience
Reach out to new customers by addressing people similar to your existing customers using look-alike audiences
Address people with Facebook ads based on arbitrary events such as a contract expiring soon; use periodic campaigns that
update custom audiences regularly with up-to-date target group snapshots
© 2017 SAP SE or an SAP affiliate company. All rights reserved. 8Customer
YouYour Marketing AgencyYou
Campaign Execution with FacebookWorking with Marketing Agencies
Target Group
Campaign
Define target groups
Create and release
campaign
Custom
Audience
Ads
Use the custom audience
for targeting
Spend
Planning
Campaign
Plan campaigns
Create ads Track the campaign
success
You can run the Campaign Execution with Facebook scenario together with your marketing agency(Or you can run the E2E scenario yourself)
You use SAP Hybris Marketing Cloud, the agency uses the Facebook ads manager (or a corresponding tool). There is no need for SAP Hybris Marketing Cloud users for
the agency. You have to clarify with the agency who owns and manages the Facebook ad account. You need marketer permission for the ad account.
Targeting can be done by your agency at Facebook or you can optionally transfer a target group from SAP Hybris Marketing Cloud that can be used by your agency.
© 2017 SAP SE or an SAP affiliate company. All rights reserved. 9Customer
Campaign Execution with Facebook
Tracking of Campaign Success
© 2017 SAP SE or an SAP affiliate company. All rights reserved. 10Customer
Campaign Execution with AdWords SearchProcess
Define your target group
(optional)
Create and release your
campaign in SAP Hybris
Marketing Cloud. A corresponding
AdWords search campaign is
created automatically. Or link an
existing AdWords search
campaign manually.
Use the customer list in
AdWords created from the
SAP Hybris Marketing Cloud
target group for targeting
(optional)
Plan your campaigns from
program down to detailed
spend (optional)
Create ads at AdWords Track the success and
actual AdWords spend in
SAP Hybris Marketing
Cloud
Integrate your SAP Hybris Marketing Cloud campaigns with AdWords Search Network only campaigns
• Plan your campaigns and define your target groups in SAP Hybris Marketing Cloud
• Execute the campaign on AdWords
• Track the campaign success in SAP Hybris Marketing Cloud
Spend
Planning
Target Group
Campaign CampaignCustomer
Email List
AdWords Ads
© 2017 SAP SE or an SAP affiliate company. All rights reserved. 11Customer
Campaign Success Overview
12© 2017 SAP SE or an SAP affiliate company. All rights reserved.
13© 2017 SAP SE or an SAP affiliate company. All rights reserved.
14© 2017 SAP SE or an SAP affiliate company. All rights reserved.
15© 2017 SAP SE OR AN SAP AFFILIATE COMPANY. ALL RIGHTS RESERVED.
Commerce – Browsing & Recommendations
Thank you!
17© 2017 SAP SE OR AN SAP AFFILIATE COMPANY. ALL RIGHTS RESERVED.
© 2017 SAP SE OR AN SAP AFFILIATE COMPANY. ALL RIGHTS RESERVED.
No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of SAP SE or an SAP affiliate company.
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countries. Please see http://global12.sap.com/corporate-en/legal/copyright/index.epx for additional trademark information and notices.
Some software products marketed by SAP SE and its distributors contain proprietary software components of other software vendors.
National product specifications may vary.
These materials are provided by SAP SE or an SAP affiliate company for informational purposes only, without representation or warranty of any kind, and SAP SE or its affiliated companies shall not be liable
for errors or omissions with respect to the materials. The only warranties for SAP SE or SAP affiliate company products and
services are those that are set forth in the express warranty statements accompanying such products and services, if any. Nothing herein should be construed as constituting an additional warranty.
In particular, SAP SE or its affiliated companies have no obligation to pursue any course of business outlined in this document or any related presentation, or to develop
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